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The famous quote states ‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole’

But there is an opportunity to go deep than this.

People don’t want a quarter-inch hole they want to hang a picture, or build a planter box or put up a shelf or whatever.

Knowing this will drive the insight of what your product does for the customer, and how they feel after completing the job.

This leads to two questions/comments:

1. What are you selling?

A drill bit – utility.

A hole – the how.

A hung picture – the feeling.

2. Who is your real competition?

A drill be store?

A handyman?

An interior decorator?

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